Marketing Sales and Negotiation Skills - Summative Assessment

This report discusses the role of marketing in enhancing sales and attracting customers. It includes PESTLE and SWOT analysis of Amazon, analysis of marketing mix, and evaluation of sales and negotiation skills. Suggestions and recommendations are also provided.

Marketing Sales and
Negotiation skills

Table of Contents
1.0: INTRODUCTION....................................................................................................................3
2.0 PESTLE and SWOT Analysis...................................................................................................3
3.0 Discussion and Analysis of Marketing Mix...............................................................................6
4.0 Sales and Negotiation skills.......................................................................................................8
5.0 Conclusion and Recommendation.............................................................................................9
REFERENCES:.............................................................................................................................11
Books and Journals...............................................................................................................11
Online...................................................................................................................................11

1.0: INTRODUCTION
The role of marketing is to enhance awareness, reach more customers, persuade them
towards the brand and make sales (Spiller, and.et.al 2020). Along with that retaining the
customers is also one of the important roles. The marketing manager plays a total role in the
company as they are able to attract more and more customers in the company. Marketing helps a
company to in enhancing the sales and attract customers. This report is based on Amazon. It is an
American multinational technology company that focuses on e-commerce, digital streaming,
cloud computing, and artificial intelligence. It was established in 1994 by Jeff Bezos
(Amazon.com, 2022). The e-commerce industry is at boom at the present time and Amazon is
one of the strongest player in the market. The company has worldwide operations and this helps
the earn good profits. They started with selling online books and then sell diverse product online.
From 2015, the company have started offline stores as well. The company wants to enhance the
customer experience and become best company in e-commerce industry. The marketing helps
Amazon to attract more and more customers and establish good brand image. The proper use of
marketing enhances the reach of Amazon. In this report, there is discussion related to the
industry analysis of the company with support of PESTLE Analysis. SWOT analysis is also done
in order to check the internal capabilities of the company. The understanding of products and
services offered by company is shown with the help of marketing mix. In the end of this report,
there is evaluation of the skills that are being required to make effective sales.
2.0 PESTLE and SWOT Analysis
The market is diverse and there is direct impact of some external factors such as political,
legal, economic, environmental and social. Pestle analysis is a tool that is being used to analyse
the external environment of a business organisation. It assists the company to know about the
changes in the external environment factor so that they are able to attain success. Swot analysis
is a framework that assist the business organisation to know about their strengths and weakness
and work on them so that they are able to achieve success. The business organisation is also able
to know about the opportunities and threats. They are able to form strategies and be ready to face
the same and attain success. The various factors in regard to Amazon are discussed below:
Factor Impact
Political  Political The political condition of the nation has

stability impact on the functioning of the business
organisation. It is seen that there is stability
in European countries that helps Amazon to
operate effectively (Jacková, 2019).
Government also support the e-commerce
industry that is also an opportunity for
Amazon and they are able to operate
smoothly.
Economic  Economic
stability
The economic condition of developed
countries like UK is good and it helps
Amazon to earn good revenue (Khan, and
Ebner, 2019). The people are ready to spend
more and more money of the products
offered by e-commerce industry and it leads
to success of Amazon.
Social  Increase in
online buying
habits
The e-commerce industry must know about
the needs and wants of society so that they
are able to serve the customers in effective
manner. It is analysed that Amazon, works
according to trend and satisfies the
customers in effective manner. There is
increasing online buying habits seen in
customers and that enhances the sales of
Amazon.
Technological  Rapid
technological
obsolescence
The technology is updating at a rapid rate.
Business organisation in e-commerce
industry must use latest technology so that
they are able to stand in the competition. In
case of Amazon, it is a famous company in
e-commerce business (Holopainen and et.al

2018). They are using best technology and
have efficiencies of IT resources that assist
them to gain advantage over competitors and
serve the need and wants of customers
effectively.
Environmental  Rise in
awareness
It is duty of business organisation to take
proper care of environment and reduce the
harm caused to the environment. All the
companies that are working in e-commerce
industry must take care of environment and
must take care of sustainability. Amazon is
indulged in environmental programmes to
raise awryness and they also contribute to
sustainability (Frolova, 2020). This creates
good image of Amazon in the market.
Legal  Rules and
regulations
There is rise in product regulations and the
same are being followed by Amazon. It
helps the company to get support from
Government. They also follow all the export
and import laws so that they are able to
operate smoothly.
SWOT analysis of Amazon is done below:
Strengths Strong Brand Name: Amazon is a
significant part of e-commerce and
established a strong brand name
(Akpoviroro and Owotutu, 2018).
 Customer-focused: Amazon always
focuses on the needs and wants of
Weaknesses
 Employee morale: The employees of
Amazon face negative feedback,
intense competition and due to which
they have low morale.
 Over dependence on distributors: It is
one of the major weaknesses of

customers and understand that they
want low-prices. This keeps the
customers satisfied.
Amazon that they are dependent on the
distributors.
Opportunities E-commerce industry: The e-
commerce industry is at boom and it
enhances the opportunity for Amazon
as it is one of the major player in
market.
 Expand business: Amazon has started
their physical stores in 2015. The same
has added to profitability of company
and they can enhance their operations
by opening more physical stores.
Threats
 Competition: There are various direct
competitors present in market and it is
one of the threats being faced by the
company (Jegede and Nieuwenhuizen,
2021).
 Government regulation: The company
has to follow all the laws that are being
formulated by government. In case of
non-compliance, they have to pay high
penalty.
3.0 Discussion and Analysis of Marketing Mix
Marketing mix can be defined as set of marketing tools that helps the company peruse its
marketing objectives. These are marketing strategies that leads to success of the brand. It assists
in achieve the goals and objectives successfully (Gupta, Dawar, and Goyal, 2018). The
marketing mix in regard to Amazon is done below:
Marketing
Tactical Tools
Current Strategy Your evaluation/argument on
the effectiveness of each
marketing tool currently applied
by your chosen organisation
Product Product can be defined as a n object that
is available for use of customers. It
satisfies the needs and wants of the
customers. Amazon is an e-commerce
organisation. The company has big
product portfolio and it includes
The company has diversification
in their portfolio. They generally
sell everything and as per the
needs and wants of the
customers. It is a customer-
centric brand and provides

Amazon websites, electronic devices
(Kindle e-readers, Fire tablets, Fire TVs,
mobile phones, Echo and etc.). They
also provide web-based services to the
clients and the option of cloud-based
services.
quality products to customers.
Price Price is the value at which product is
being sold by the company. Amazon
sells the product according to cost
leadership strategy. The company sells
the product low prices.
The use of cost leadership
strategy by Amazon helps the
company to gain advantage over
the competitors. They are also
able to get loyal customers due to
quality products at lower prices.
Place Place can be defined as the distribution
points from where the company
conducts sales. Amazon sells all of their
products through online stores. From
2015, they have started to sell through
physical stores as well (Cuevas, 2018).
The physical stores of Amazon include
Whole Foods Markets, Amazon Fresh
grocery stores, Amazon Go convenience
stores, and Amazon Pop Up locations
The idea of online selling
enhances the convenience of the
buyers. They can order the
products from any place and at
any time. They also get the
products delivered at their door
step. It helps the company to get
high sales.
Promotion Promotion is one of the important tools
that enhances the awareness about the
products of the company. In relation to
Amazon, the company uses SEO, social
media, sales promotions, marketing
campaigns in order to enhance the sales
of the business organisation.
It is necessary for a company to
use right tools of promotion so
that they are able reach more
customers. The use of digital
marketing helps the company to
boost the sales and reach more
customers.
People People are the employees who work for By providing regular training to

the benefit of company. Amazon has
skilled sales team that helps the
company to boost the sales and know
about the needs and wants of the
customers (Cho, and et.al 2019).
the employees the company will
be able to achieve success.
Process Process includes the steps that are
followed in order to sell its products and
provide services in the market. The
amazon uses the 5-step process and they
are as follows:
1. Identify their client
2. Select shipping address and
special options
3. Select the payment method
4. See an overview of the entire
order
5. Confirm and place the order.
This helps the company to have
records related to the customers
and then place order in their
name.
Physical evidence Physical evidence shows the aspects that
prove the existence of the company. The
website of Amazon and its physical
store come lie in physical evidence.
Amazon has user friendly
website that help the customers
to place order effectively.
4.0 Sales and Negotiation skills
The Gibbs reflective cycle is being used in order to reflect the experience.
Description: There is need of sales and negotiation skills in order to enhance the sales of a
business organisation. A sales person must have effective sales skills so that they are able to
persuade the buyers.
Feelings: I was enthusiastic to learn sales and negotiation skills.
Evaluation: I have learnt that first of all there is need of communication skills so that
direct relations with the customers can be formulated (Bongers, Schumann, and Schmitz, 2021).

By communicating clearly with the customers, the message can be delivered properly. There is
need of proper understanding skills. The understanding skills help to know about the requirement
of customers so that they can be offered according to their preference.
Analysis: I have analysed that, there is need of creativity in order to present the message in
proper manner. A creative person can change the mind of customers. I have also examined that
there is need of ICT skills so that a person is able to use digital marketing.
Conclusion: There is need to learn all the skills that will help me to enhance sales of a
company.
Action Plan: By taking training and doing internship I will be able to develop me sales
and negotiation skills.
The use of digital skills helps Amazon to promote the products properly. At the same time,
they have creative campaigns and that also helps the company to enhance the sales. By
communicating properly, Amazon is able to develop relations with the customers and this is
beneficial for the company and its sales. It is necessary for Amazon to use these skills in
effective manner so that they have result of enhances sales (Andriole, 2018). The company must
provide best training to the employees so that they are able to negotiation with the customers and
attain success.
Suggestions
The use of digital marketing at the present time will help Amazon to market their brand
effectively. At the same time the company must provide regular training to the employees and
review their performance on regular basis so that they are able to improve their sales and
negotiation skills.
5.0 Conclusion and Recommendation
From the above report, it is analysed that there is key role of marketing in business
organisation. It is important for a company to use marketing in a proper manner so that they are
able to achieve goals and objectives. In the starting of this report, there is evaluation of external
factors that have impact on the business organisation. The use of SWOT analysis is also done so
that the company is able to know about the strengths and weakness. It also helps a company to
get ready for the opportunities and threats. Along with that the marketing strategy of the
company is being analysed with the help of marketing mix. The skills that helps a person to carry

on sales and negotiation are mentioned in the report. The recommendations are also part of this
report.
Marketing Tactical Tools Recommendations to each P
Product Amazon must work on enhancing the quality of products so that
there are no customers complaints
Price Amazon must work on maintain low price for the products so
that they are able to gain advantage over competitors.
Promotion The use of more digital marketing will help Amazon to promote
its good better.
Place Amazon must expand their physical stores and must keep all
the products in stock for online selling.
People Amazon must hire skilled and talented employees for the
company.
Process Amazon must enhance customer experience at the time of order
and delivery.
Physical evidence Amazon must enhance the reach of their business on online
mode.

REFERENCES:
Books and Journals
Akpoviroro, K.S. and Owotutu, S.O., 2018. Impact of external business environment on
organizational Performance. IJARIIE, 4(3), pp.498-506.
Andriole, S.J., 2018. Skills and competencies for digital transformation. IT Professional, 20(6),
pp.78-81.
Bongers, F.M., Schumann, J.H. and Schmitz, C., 2021. How the introduction of digital sales
channels affects salespeople in business-to-business contexts: a qualitative
inquiry. Journal of Personal Selling & Sales Management, 41(2), pp.150-166.
Cho, M., and.et.al 2019. Restaurant purchasing skills and the impacts upon strategic purchasing
and performance: The roles of supplier integration. International Journal of Hospitality
Management, 78, pp.293-303.
Cuevas, J.M., 2018. The transformation of professional selling: Implications for leading the
modern sales organization. Industrial Marketi
Frolova, V.B., 2020. Sustainable development and growth of companies amid uncertainty in the
external business environment. ENTREPRENEUR’s GUIDE, 17(4), p.57.
Gupta, S., Dawar, V. and Goyal, A., 2018. Enhancing the placement value of professionally
qualified students in marketing: An application of the analytic hierarchy
process. Academy of Marketing Studies Journal, 22(3), pp.1-10.
Holopainen and et.al 2018, July. Sales competition as education method–The case of the
European sales engineering team competition. In International Conference on Applied
Human Factors and Ergonomics (pp. 64-75). Springer, Cham.
Jacková, A., 2019. THE IMPORTANCE OF ANALYSIS OF EXTERNAL BUSINESS
ENVIRONMENT FOR ITS EFFECTIVE MANAGEMENT. CER Comparative
European Research 2019.
Jegede, O. and Nieuwenhuizen, C., 2021. Effects of entrepreneurial orientation and external
business environment on entrepreneurial intentions of STEM students in
Nigeria. Journal of Contemporary Management, 18(2), pp.42-66.
Khan, M.A. and Ebner, N. eds., 2019. The Palgrave handbook of cross-cultural business
negotiation. Springer International Publishing.
Spiller, and.et.al 2020. Sales education in the United States: Perspectives on curriculum and
teaching practices. Journal of Marketing Education, 42(3), pp.217-232.
Online
Amazon.com, 2022. [Online] Available through: <amazon.in>